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Give Big, Get Bigger

Reciprocity is a common enough theme here at Neuromarketing. The concept of reciprocity suggests that giving someone something, or doing a favor for someone, establishes a subtle return obligation. An interesting study by German researcher Armin Falk showed that a bigger “gift” amplifies the reciprocity effect. Falk’s study involved mailing 10,000 requests for charitable donations, divided into three groups. One group got just the letter requesting the donation, one group received the letter plus a free postcard and envelope (the “small gift”), and the last got a package containing four postcards and envelopes (the “large gift”). […]

By |April 5th, 2011|

What’s in a Name? Lots!

Dale Carnegie once said, “Remember that a man’s name is to him the sweetest and most important sound in the English language.” It’s a good bet that even Carnegie would be surprised at how true that statement is, even at the unconscious level. […]

By |November 17th, 2010|

Paper Beats Digital For Emotion

Direct mail is so last millenium, right? Ultra-efficient digital marketing seems all but certain to supplant actual paper marketing delivered by humans. It might be a little too soon to shut down the paper mills, though, according to a study by branding agency Millward Brown. The research project used fMRI brain scans to show that our brains process paper-based and digital marketing in different ways, and in particular that paper ads caused more emotional processing. […]

By |October 4th, 2010|

Personalization: Post-Its and Beyond

Have you ever received a printed invitation to, say, a charity fundraiser, and found that someone you know on the organizing committee had hand-written a short note encouraging you to attend? (Or sat in a room with other people actually scribbling such notes, periodically asking questions like, “Who knows Elmer and Dolly Pennington?”) It turns out that this activity has some good research underpinnings, and may point the way to boost success rates in a variety of marketing endeavors. […]

By |December 1st, 2008|